EMA turns 30 this year. We're not the largest analyst firm, and we’re not the loudest. What we have always strived to be is honest, independent, and reliable.
After three decades in this industry, we think those are the things that matter most.
Today, technology buyers don’t suffer from a lack of information but an abundance of it. They need a trusted partner to help them navigate this information environment.
Technology markets are more competitive, fast-moving, and crowded than ever. Vendors face constant pressure to differentiate, explain increasingly complex products, and respond to rapidly changing buyer expectations. The result is a cornucopia of reports, white papers, webinars, demos, and perspectives that are often well-intentioned but difficult to evaluate in aggregate.
Today’s buyers are moving beyond “quadrants” and asking harder questions like whether a product works in their environment, what the implementation really looks like, and what the trade-offs and “gotchas” are.
They require context, experience, and insight across multiple deployments, architectures, and organizational realities.
The challenge is clarity.
Thirty years ago, analysts were translators. Documentation was sparse, and vendors weren't always great at explaining what their products actually did, so analysts helped buyers understand the options.
Today, many vendors have robust websites with videos, blogs, podcasts, white papers, and an AI chatbot ready to answer your questions.
The hard part is cutting through the marketing to understand what’s real. Does a product actually do what the demo suggests? Is a new product category genuinely new, or is it a repackaging of a legacy technology?
Things have only gotten harder with AI. Every vendor is an AI company now. Cutting through that noise requires experience, skepticism, and a willingness to ask uncomfortable questions.
The analyst role has shifted from "explainer" to “the person who's seen this movie before."
EMA has never tried to compete with the largest firms on scale. We don't have scores of analysts, and we don't cover every category.
What sets us apart:
Even the most mature technology markets are experiencing disruption today, thanks to AI, cloud transformation, rising security threats, compliance requirements, and more. As new vendors emerge and try to define new categories, well-established vendors are trying to figure out their place in this volatile environment. Amidst this disruption, failure and disappointment are inevitable.
That's exactly when you need someone who's been observing the market long enough to recognize the patterns, who remembers what happened the last time vendors promised to solve all your problems, and who can ask the right questions.
Experience and independence are requirements for honest guidance in that environment.
Thirty years is a long time. Long enough to see technologies come and go, vendors rise and fall, and categories reinvent themselves. Long enough to recognize when the fundamentals don’t live up to the hype.
We're still here because we’ve earned trust by being consistent, independent, and honest. That's the only goal for the next thirty.